Enterprise Thinking: How to do Business Better, Faster and Cheaper

1. Enterprise Thinking:How to do Business Better, Faster and Cheaper SPCS, NYU - Spring 2011 with David A. Goldsmith Student: MA, Marketing Manager at

2. Agenda: • Overview of my organization: Rail Europe • My Enterprise Thinking into action within Rail Europe

3. Company Overview

4. Rail Europe Inc (REI): The Big Picture • Leading distributor of European rail products worldwide • Present for over 75 years in North America (USA, Canada, Mexico and Caribbean) • Over 1.5 million North Americans buy Rail Europe products every year • HQ located in White Plains (NY) and Call Center based in Rosemont (IL) • 190 employees in total

5. REI: A Technology Provider 2010 2010 TBD 1992 2009 ? 2010 2010 7 Direct connections to major world rail inventories

6. REI: A Marketing Entity High Speed Lines Non High Speed Lines Sea Connections REI is covering all of Europe

7. REI: Representing over 35 Railroads Austria France Netherlands Sweden Belgium Germany Norway Switzerland Bulgaria Greece Poland Turkey United Kingdom Croatia Hungary Romania Ireland Czech Republic Spain Italy Slovak Republic Denmark Luxembourg F.Y.R.O.M. Macedonia Slovenia Finland

8. REI: A Tailored Product Line • Rail Passes • All Eurail Passes • Balkan Flexipasses • BritRail Passes • Central Europe Triangle Pass • European East Passes • France Rail Passes • German Rail Passes • Swiss Passes • Rail Point To Point Tickets (including e-ticketing) • High Speed Trains • Regional Trains • Scenic Trains • Night Trains • Rail Reservations • Sightseeing/Tour/Transfer Passes • Airport Transfers • Subway Passes • Hop On Hop Of Buses Passes • Museum Passes • Wine Tasting Passes • Peace of Mind Products • Rail Protection Plan

9. Sometimes it’s the train that really flies

10. REI: European High Speed Trains

11. REI High Speed Trains: TGV TGV world speed record June 2007 at 357 mph 2:20 Paris - Strasbourg 2:00 Paris - Lyon 2:40 Paris - Avignon 3:00 Paris - Bordeaux

12. REI High Speed Trains: Eurostar 2:15 London – Paris 1:50 London - Brussels

13. REI High Speed Trains: Thalys 1:22 Paris – Brussels 3:14 Paris - Koln 3:18 Paris – Amsterdam

14. New branding of Trenitalia’s high-speed service Frecciarossa (Red Arrow) and Frecciargento (Silver Arrow) trains REI High Speed Trains: Frecciarossa Frecciargento

15. REI: European Night Trains City Night Line Paris Moscow Express Lusitania Elipsos

16. REI: European Scenic Trains Chocolate Train, Bernina Express, Glacier Express, Golden Tour, Wilhelm Tell Express,

17. 3 major distribution channels Desktop Application Web and Webservices Call Centers, Travel Agencies, GSAs, Shops, Stations. Rail Europe B2C and B2B websites, GSAs, co-brands, white labels. Mobile website, native iPhone application. Mobile serving all types of customer

18. REI: Online B2B & B2C

19. REI: Mobile Site & iPhone App Landing Page

20. REI: Distribution Channels Travelers can buy from Rail Europe via • Contact Centers • Travel Agents • Online

21. REI: Social Media Marketing Booking Shopping Planning

22. Booking Shopping Planning

23. REI: Cultural PartnershipsExample of Events accessible by rail on REI Social Media:

24. REI: Cultural PartnershipsExample of Events accessible by rail on REI Social Media:

25. REI Press Trips resulting in articles In France In UK In Italy

26. Sample Press Coverage for REI Promos

27. Awards Received by REI in 2010 • • Travel Weekly Magellan Awards: GOLD • • Travel Weekly Magellan Awards: SILVER • • Travel Weekly Magellan Awards: SILVER • • Recommend Reader's Choice Awards • • Recommend Reader's Choice Awards • • Ensemble Travel Group • • TravelSavers Canada • Performance Media Group (Travel Pulse)

28. Enterprise Thinking At Rail Europe

29. Illustrations of Enterprise Thinking in my responsibility today 3 Tools: Project Evaluation Chart Parallel Project Track Critical Path Method 3 Principles Time Management & Priority Management The Goldsmith Productivity Principle The Enterprise Thinking Model

30. Time Management:Strategizing my time as a manager

31. Time Management Phase 1: conversion

32. Time Management vs. Priority Management

33. Project Evaluation Chart

34. Project Evaluation Chart2-project-rule

35. Parallel Project Track

36. Parallel Project Track

37. Critical Path MethodProduction of new marketing material Definition: Critical Path Method mathematically based on algorithm for scheduling a set of activities

38. Critical Path MethodProduction of new marketing material E F G Designing the flyers with validated content in English Validation of the flyers in English Quality control of the flyers in English 10 days 3 days 3 days K C H J A B Validation of the flyers in French Canadian Quality control of flyers in French Canadian Defining the content of the flyers in English Designing the flyers with validated content in French Canadian Validating the content in English Translation of the flyers in French Canadian 3 days 5 days 10 days 3 days 5 days 5 days M I L D Validation of the flyers in Spanish Designing the flyers with validated content in Spanish Quality control of flyers in Spanish Translation of the flyers in Spanish 5 days 10 days 3 days 3 days Duration of the overall project = 32 days Any possible synergies to do it faster, cheaper, better? Definition: Critical Path Method mathematically based on algorithm for scheduling a set of activities

39. Time Management Phase 2: daily routine

40. Time Management vs.Priority Management

41. Time Management vs.Priority Management

42. Planning the Day

43. Parallel Project Track

44. Goldsmith Productivity PrincipleThe secret to avoid silos, create good systems & structures Systems & Structures People 80% 20%

45. Goldsmith Productivity PrincipleGive a planning for the team

46. Goldsmith Productivity PrincipleGive a template for the content editing

47. Goldsmith Productivity PrincipleGive a monitoring tool for the content manager

48. Goldsmith Productivity PrincipleMake it fun and an achievable annual objective

49. The Enterprise Thinking ModelGroups Market Research Kick Off Desired outcome: To develop intelligence for the “groups” business Strategizing: (CST model*) Phase 1: collecting internal intelligence, analyzing it and identifying further researches to be done Phase 2: buying existing studies Phase 3: buying new studies based on specific elements identified in phase 1 & 2 Learning: From REI: profiling our customers (B2B & B2C recurrent business vs. one time buyers) From our customers (surveys and testing new ideas) From our competition (competitive intelligence) From our suppliers (the business model evolution due to deregulation) Performing: Planning interviews and identification of elements to gather on a weekly basis Empowering people with systems and structures helping them to optimize their contribution Monitoring and adjusting the researches Innovate (testing ideas among Ivy leagues, Baby boomers, networks and social communities) Forecasting: Arrival of baby boomers on the market (listening to the groundswell and to the new trends)

50. *CST ModelTo win by nose Desired outcome: To develop intelligence for the “groups” business Strategy A Plan Macro tactics General road map to hand out Tactics Systems & Structures Execution: Empowering executors Keeping them focused Monitoring ….To make it a WSP…